在全球经济发展一体化的今天,各国经济文化交流变得频繁,动画制作技术已不再是牢不可破的森严壁垒,一味靠高尖技术想要实现动画作品的崭露头角已经越来越不可能。在动画作品同质化现象日趋严重的环境下,塑造蕴含本民族文化特色的动画品牌是从此困境中突围的一条重要出路。近年来,中央电视台少儿频道播出的国产动画分钟数量持续增加,多家地方电视台的动漫频道陆续上星覆盖全国,动漫产品的规模大幅度增长。但与此同时,国产动画品牌意识与表现却还比较模 At the moment of the integration of global economic development, the economic and cultural exchanges among various countries have become frequent. Animation production technology is no longer an unbreakable and serious barrier. It has become increasingly impossible to blindly rely on cutting-edge technology to achieve the emergence of animated works. Under the circumstance of increasingly serious homogenization of animated works, it is an important way to break through this predicament to create an animated brand that embodies the unique cultural features of the nation. In recent years, the number of domestic animation minutes broadcast by the CCTV children’s channel has continued to increase. A number of local television stations have successively covered animation animation channels nationwide, and the scale of animation products has increased substantially. But at the same time, domestic animation brand awareness and performance is still relatively modest